Consumers are becoming more adventuresome and trying unusual, fresh, ethnic, and regional foods. In addition, consumers’ consumption of fresh produce is increasing as they attempt to eat healthier. This provides an ideal situation for the introduction of a unique, specialty salsa product. The creation of a fresh salsa product, both tomato and fruit based, combining unique ethnic flavors with fresh produce, could fit nicely into current market trends and offers a significant market opportunity. There is a lack of data available on the fresh salsa market; as a result, processed salsa data will is used as a proxy for fresh salsa